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Journal of Travel Research
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Cooperative National Advertising to Increase Awareness and Convert Latent Demand Into Intentions to Visit

Dan G. Brennan

Arch G. Woodside

Clifford W. Sharpe

A cooperative national advertising program planned and executed by the Nova Scotia Department of Tourism and National Sea Products Limited resulted in the biggest single-issue magazine buy in Canadian advertising. The article reviews the reasons for cooperative national advertising programs in tourism marketing, and provides several suggestions for planning such programs.

Journal of Travel Research, Vol. 20, No. 4, 30-34 (1982)
DOI: 10.1177/004728758202000407
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